Posts Tagged ‘brand strategy’
5 Questions You Need To Ask About Your Ideal Client
1. Who is she? What’s her backstory? What makes her who she is? (Hint…she may not be you). 2. What does her typical day look like? How does she spend her time and where (both online and offline)? 3. What does she care about? What inspires and informs her? What motivates her to act? 4.…
Read MoreWhy Belief Matters
Five years ago, just before Polaroids began to make a comeback, the owner of the Dublin camera store reluctantly allowed the sales rep to create a tiny, top shelf Christmas display. She spent a whole afternoon arranging then re-arranging the cameras. At last she stood back to admire her handiwork, slipped a digital camera from…
Read MoreThe Secret To Spreading Ideas
I recently had the opportunity to share an idea I care about thanks to the team at TEDx Perth. The talk went live online two days ago. I hope it helps you to spread the ideas that you care about. Image by Sally Jarvis at TEDxPerth
Read MoreThere’s Only One Way To Get A Different Outcome
We should have known as soon as we walked in. The place was empty, not a soul in sight apart from two lone waiters who pounced. Every other breakfast place in the city was teeming with life and overflowing with plates of over easy eggs. This place was dead. We stayed because we didn’t have…
Read MoreBuy Versus Buy Into
Don’t be the brand that people buy. Be the one they ‘buy into’. Image by Peter Morgan.
Read MoreWhat Don’t You Do?
It’s easy to rattle off the features of your product or benefits of your service. Which means it’s not hard for the competition to do that too. Far more difficult to stand for something and be willing to stand out because of what you don’t do. It turns out that time and again telling the…
Read MoreAnticipation Is Your Point Of Differentiation
Brand new guest rooms, sleek kitchenettes, minibars and bright, new bathrooms were only the start of the boutique hotel’s story. The ‘dream pillow menu’ gave me six choices from buckwheat to hypo-allergenic, duck down to Swedish memory foam. And yet…..there was no chance of an early check in after a 30 hour journey. No mechanism…
Read MoreMore Than Words
The school public speaking competition was in full swing. One after another the young and accomplished speakers stepped up to the lectern. Their opinions, convincing arguments and confidence just blew us away. The evening was drawing to a close and the audience began to fidget as the second last speaker took the stage. Before he…
Read MoreWhat Your Clients Need Now
They need you to ask the right questions, not to have all the answers. They need your generosity, not jargon. They need the truth. They need what works for them, not what makes you look good. They need faith in you and your intention. They need to be empowered more than they need to be…
Read MorePetrol Station Flowers
‘Petrol station flowers’ never quite hit the mark. It’s obvious to both the giver and the receiver that they were unplanned….an afterthought. That the giving of them lacked the thing that’s more important than the blooms themselves. The intention. We care about the intention as much as the gift, often more. Your intention matters in…
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